Expressing a New Purpose
Client
Prudential
Region
Hong Kong
Category
Integrated Campaign
The Brief
Prudential, a 175-year-old insurance company, sought to reinvigorate their brand by establishing a new purpose statement, "We help people get the most out of life". Out ask was to translate this purpose into a meaningful and actionable platform for employees and customers.
The Idea
To bridge the gap between purpose and perception, we created a distinct visual identity that conveyed the essence of "getting the most out of life."
Our visual expression utilised lines and dots to represent continuous energy flowing through the brand’s purpose and values with imagery showcasing life's diverse moments and how they link to embody a more fulfilling life. This visual treatment was brought to life across numerous media touchpoints, including a brand film, office rebrandings, digital posters and town hall meetings, along with customised desktop and video conferencing backgrounds. We even crafted a detailed playbook to help local leaders implement the campaign effectively in their respective countries.
The Impact
The campaign achieved significant success in establishing Prudential's new purpose in the hearts and minds of their employees, who were inspired to embrace this new culture focused on empowering people to live their best lives.